Stitzel-Weller Distillery Unveils Stitzel Reserve: A Gateway to Bourbon History

Rhea-AI Summary

Stitzel-Weller Distillery, owned by Diageo (DEO), has launched Stitzel Reserve with an exclusive 24-Year-Old Kentucky Straight Bourbon Whiskey. This inaugural release, limited to 191 bottles from nine barrels, marks the beginning of a series of rare, distillery-exclusive releases. Under Nicole Austin's leadership, Director of American Whiskey Liquid Development at Diageo, the bourbon features notes of cracked leather, saddle oil, and burnt sugar. The release celebrates the distillery's 90-year legacy and will be available exclusively on-site at the Louisville location from June 2025. The series will showcase carefully curated expressions based on liquid quality and peak maturity, with pricing available upon request at the distillery. Individual serves will be offered through a bespoke tasting experience at the Garden & Gun Club, including an etched whiskey glass and limited edition pin.

Positive

• Limited release of only 191 bottles creates exclusivity and potential collector value
• 24-year aging period demonstrates premium quality and craftsmanship
• Distillery-exclusive availability may drive visitor traffic and additional revenue streams
• Launch leverages Stitzel-Weller's 90-year heritage and brand value

Negative

• Extremely limited availability may restrict revenue potential
• No predetermined release schedule for future products could impact consistent revenue planning
• Pricing not disclosed in announcement may affect investor assessment of revenue potential

An exclusive 24-Year-Old Kentucky Straight Bourbon Whiskey marks the beginning of a series of rare, distillery-exclusive releases under the Stitzel Reserve brand

LOUISVILLE, Ky., June 9, 2025 /PRNewswire/ -- Stitzel-Weller Distillery is proud to launch Stitzel Reserve, a new series of one-of-a-kind, distillery-exclusive bottles that begins with a 24-Year-Old Kentucky Straight Bourbon Whiskey, the first of many rare releases to be drawn from the storied walls of the historic site. Since opening its doors in 1935, the iconic distillery has become regarded as the cathedral of Bourbon, and with this new endeavor, opens a gateway to American Whiskey history. Stitzel Reserve will be a platform to bring aged liquid from precious archival barrels to the world, with much more to come from as part of this pivotal new era in whiskey.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/diageo/9339851-en-stitzel-weller-distillery-launches-stitzel-reserve

The inaugural Stitzel Reserve 24-Year-Old release honors Stitzel-Weller Distillery's 90-year legacy, serving as a testament to the site's enduring tenure and its commitment to preserving and elevating exceptional whiskey. With decades of craftsmanship and careful stewardship, Stitzel Reserve will feature a series of highly limited releases solely available on-site at the Louisville-based distillery. Under the visionary leadership of Nicole Austin, Director of American Whiskey Liquid Development and Capabilities for Diageo, Stitzel Reserve showcases the rarest and most extraordinary barrels from the distillery's historic warehouses. Personally selected and blended by Austin, Stitzel Reserve 24-Year-Old was pulled from just nine barrels, yielding 191 bottles which will comprise this exceptional release.

"At Stitzel-Weller Distillery, we are fortunate to have inherited some of the most remarkable aging barrels in the country," said Austin. "The launch of Stitzel Reserve is a pivotal moment for our distillery. It's a celebration of the past and a bold step forward. This exceptional 24-Year-Old Kentucky Straight Bourbon Whiskey has spent decades maturing under careful supervision,  developing a profile rich with notes of cracked leather, saddle oil, and burnt sugar. It embodies the craftsmanship and dedication that defines Stitzel-Weller Distillery."

Stitzel Reserve isn't just a new label, it's a tribute to the barrels and the bourbon legacy that came before it. Each expression will be carefully curated based on liquid quality and peak maturity, with no predetermined schedule, but all will be rare and released in highly limited quantities. With each release, Stitzel Reserve will showcase the best of what Stitzel-Weller Distillery has to offer, reinforcing the historic site's role as a custodian of exceptional whiskey.

The inaugural offering is available for sale on-site at the distillery for consumers aged 21+ as of June 2025. Individual serves of the new whiskey are also available through a bespoke tasting experience at the Garden & Gun Club at Stitzel-Weller Distillery, and will include an etched whiskey glass with a branded bag and a limited edition Stitzel-Weller Distillery pin with purchase. Befitting of its rarity, pricing of the 750mL bottle will be available upon request at the distillery.

ABOUT STITZEL-WELLER DISTILLERY
Originally opening on Derby Day in 1935 and reopening to the public in 2014, the historic Stitzel-Weller Distillery is one of the true cathedrals of the American whiskey industry.

Located only five miles from downtown Louisville, the Stitzel-Weller Distillery Experience is one of the most convenient and impressive stops along the Kentucky Bourbon Trail®. We are proud to invite guests to step foot on this hallowed ground and gain a unique perspective on the dichotomy of the historic contrasted with the innovations of tomorrow that include Blade and Bow Kentucky Straight Bourbon Whiskey and I.W. Harper.

ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow us on Instagram for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.

Media Contact:
stitzelreserve@hunterpr.com

 

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SOURCE DIAGEO

FAQ

What is Stitzel Reserve and when will it be available?

Stitzel Reserve is a new series of rare, distillery-exclusive bourbon releases from Stitzel-Weller Distillery, starting with a 24-Year-Old Kentucky Straight Bourbon Whiskey available from June 2025.

How many bottles of Stitzel Reserve 24-Year-Old Bourbon will be released?

The inaugural release consists of 191 bottles drawn from nine barrels.

Where can I purchase Stitzel Reserve bourbon?

Stitzel Reserve will be available exclusively on-site at the Stitzel-Weller Distillery in Louisville, Kentucky.

How much does Stitzel Reserve 24-Year-Old Bourbon cost?

The pricing for the 750mL bottle is available upon request at the distillery.

Who is behind the creation of Stitzel Reserve bourbon?

Nicole Austin, Director of American Whiskey Liquid Development and Capabilities for Diageo, personally selected and blended the bourbon.